Pharmaceutical companies' public relations and representation by internet

This paper is part of study of how the adoption of the Internet is affecting the traditional public relations practices of Australian pharmaceutical companies. It suggests that Australian pharmaceutical companies are behind both America and Europe, not only in their adoption of the Internet, but also in their application of Internet technologies for public relations. It also suggests that direct interpersonal communication remains the preferred option for Australian pharmaceutical companies to communicate and build relationships with doctors and pharmacists. The paper is the result of interviews with pharmacists and doctors and one pharmaceutical industry representative. It also involved a survey of pharmaceutical companies’ web sites.